Young Chinese consumers' brand perception; the role of mianzi as moderator

Abstract

The basic purpose of this study was to investigate the role of exposure and past experience on consumers' brand perception, as mediated by three variables (perceived quality, brand recall, and satisfaction) and moderated by mianzi. Using data collected from a survey of 331 customers, brand perception models for two diverse kinds of products (high and low involvement) were tested. SmartPLS structural equation modeling was applied to produce models for both types of products. Exposure and experience significantly influences brand perception in different product categories, which suggests that customers perceive both high and low involvement. Our study also established that mianzi has a significant moderating role in high‐involvement product category. Ultimately, the findings suggest significant differences in the brand perception of product types with respect to mianzi and the mediational role of perceived quality and satisfaction, providing a structure for future research on brand perception.

Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US

“…face) propositions of seeking social acceptance (e.g. Filieri et al, 2019;Rashid et al, 2019). Consistency-driven psychological satisfaction fulfills them more through symbolic consumption practice.…”

Examining the Role of Social Factors and Mooring Effects as Moderators on Consumers’ Shopping Intentions in Social Commerce Environments

“…Relationship quality is an effective and optimistic approach to the competence and goodwill of others. It is a useful variable because it is placed on qualities such as commitment, satisfaction, and trust that have an active emotional and informational component (Hajli, 2014;Rashid et al, 2019). From a social commerce perspective, a more significant social presence plays a key role in forming relationships between consumers and sellers.…”

“…The stronger the relationship among consumers and sellers, the more chances there are that consumers will continue to interact with the same sellers. From a social commerce perspective, when the quality of the relationship among customers and the social commerce podium is healthy, consumers are more trusting, satisfied, and committed to the services provided by the sellers, and happy to use the same platform to interact with peers (Hajli, 2014;Hajli & Lin, 2014;Rashid et al, 2019). Therefore, consumers will be willing to keep a healthy relationship with the sellers to purchase excellent quality products/services (Hajli, 2015;Nikbin et al, 2016).…”

Role of Social Commerce Constructs and Social Presence as Moderator on Consumers' Buying Intentions During COVID-19

“…Reviews and ratings are visible to all and defined as the set of features provided by the social commerce websites that enable consumers to share feedback with other consumers (Shadkam and O'Hara, 2013 ). In contrast, referrals and recommendations are personalized online social activities that allow consumers to share information with peers in making buying decisions (Kim and Park, 2013 ; Rashid et al, 2019 ). Furthermore, social commerce constructs enable sellers to improve their social presence, social support with peers on social commerce podiums, and the development of trust, which enhances consumers' buying intentions, especially during a pandemic.…”

“…On the other hand, social support and consumers' trust in sellers is their subjective experience, which can change over time or with perceived surroundings. Social presence is an experience of seeing others' existence in the medium that consumers observe from online podiums in the non-existence of face-to-face interaction between consumers and sellers, which has a significant influence on social support and trust (Jiang et al, 2019;Rashid et al, 2019Rashid et al, , 2020. In the COVID-19 quarantine period, people have more time to spend on social commerce platforms, which could be a key source of anxiety and rumors; companies' social presence can reduce the effect of fake news and increase consumers' trust in sellers.…”